Turo, a person-to-person car-sharing company, that has the goal of reducing private car ownership.
The company, which has launched in Scotland, lets people rent out their vehicles to strangers online, while taking a cut of the proceeds.
It is one of several technology firms looking to get into what has become known as the 'sharing economy'.
Turo's UK boss Xavier Collins said it was trying to expand at a time when the future of the car was being debated.
Mr Collins, who used to work for ride-hailing app Uber and online food delivery firm Deliveroo, said: "The sharing economy is a really exciting space.
"There's obviously a lot of challenges - particularly in the early days when you're looking to build trust.
"What the success of some of these companies demonstrates is that, if you can get it right, then there's a huge opportunity."
Turo describes itself as the world's biggest car-sharing start-up technology company, with the company deciding to launch in Scotland due to demand.
"It came as the Tech Nation annual report, in association with the World Economic Forum," said the UK technology sector took in £6 billion of investment in 2018, with Scottish firms playing a key role in designing new products.
"We've always been interested in Scotland as a market," Collins told BBC radio's Good Morning Scotland program, adding: "Something we saw from the early days, there's always been a lot of searches here.
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